HOT TOPIC BRAND REDESIGN

Growing up, Hot Topic was crucial in forming my identity. It catered to all my interests that my mom hated. But I’ve grown up a little bit, and I thought Hot Topic should grow up with me. I wanted to take it’s existing identity, loud and brash, and refine it. I felt it needed a touch of mystery and dark intrigue, drawing some inspiration from the occult. I used collage and visual texture to maintain some of that frenzied energy of the current brand, but sharpened it with stark black and white and a blackletter inspired typeface.